Private label
A private label is a brand sold under the responsibility of a retailer or distributor
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can apply to products made by the retailer itself or by third parties. Although it is often associated with the term own brand or white label, it can have its own identity and positioning. Its proposition can compete on price, specialisation, quality or convenience.
Also known as
Own brand, store brand, white label
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